Digital Transformation and Health & Wellness Journey
To reinforce training with practical experience, we have also developed an Al-enabled training
simulation tool. This helps agents to practice a wide range of customer interaction scenarios. Using
natural language processing and voice recognition technology, the agent is given real-time feedback on
their professional knowledge and quality of customer engagement. As we further leverage analytics and
Al in our digital tools across the entire value chain, we aim to drive another step change in productivity
and quality, further differentiating our Premier Agency.
China presents an incredible opportunity for AIA. We have significant headroom for growth in our
established operations. And every new province we enter brings new greenfield opportunities with many
millions of potential new customers. This opportunity is unique to AIA and our highly scalable operating
model and leading Premier Agency powered by TDA enables us to access this opportunity efficiently
and at scale, as we help millions more Chinese families live Healthier, Longer, Better Lives.
Ben Ng Chief Executive Officer, AIA Malaysia
In Malaysia, TDA has been instrumental in our delivery of strong results for 2020 and 2021 and has
helped us remain the market leading agency by MDRT. At the centre of this story is the Life Planner
app – our powerful, end-to-end, one-stop platform for our agents.
The Life Planner app includes elements modelled on the proven tools we have developed and adopted
in other markets, like Master Planner which Fisher talked about earlier. This demonstrates how we
locally leverage the power of the AIA Group and replicate our success in multiple markets. This app
enables greater productivity by digitally enabling our agents to do their job. It provides timely and
extensive information about our customers in Malaysia and allows our agents to provide appropriate
advice to our customers through their evolving life stages.
The widespread adoption of the Life Planner app has allowed us to conduct an incredible amount of
our business virtually, providing greater resilience and helping us to grow the business through the
pandemic.
Today I am proud to say that all recruitment in Malaysia is done digitally. That is 100 per cent of Premier
Advisors recruited and trained digitally, ensuring that agents adopt new ways of working from day one.
Our approach to customer acquisition has shifted dramatically in the last 18 months. Seamless
integration with social media and third-party digital partners is a powerful capability for our agents to
build their sales pipeline. The app is instrumental in helping agents develop consistent and long-lasting
sales habits. This is achieved through gamification, continuously reinforcing successful sales
behaviours and increasing the productivity of our agents. And the sales process is fast and frictionless,
with remote completion and online payment capabilities being just some of the easy-to-use features,
facilitating a seamless customer journey.
Our Life Planner App is a key differentiator in the Malaysian market, and a critical enabler for increasing
scale and enhancing quality at the same time.
Wong Sze Keed Chief Executive Officer, AIA Singapore
At AIA Singapore, our goal is to be the most digitally-enabled insurer. We have been on our digital
transformation journey for several years; however, we have significantly accelerated since the start of
the pandemic. The quality of our digital tools has driven high adoption rates among our Premier Agents
across the value chain.
Our powerful all-in-one app, iSMART, helps our agents manage and nurture deeper relationships with
customers, integrating cross-functional capabilities into a seamless experience. Digital adoption is
increasing and over 70 per cent of our agents now use iSMART.
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